Hey there, fellow soda enthusiasts! Let's spill the tea on the fresh new Pepsi logo, shall we? Is it a throwback to the iconic parallel waves that have been slaying the branding game for a century? Absolutely.
As we dive into the world of Pepsi's branding, it's impossible to ignore the notorious disaster that was the Arnell Group's 2008 logo design. Despite the agency's reputation for strategic branding planning and logo design, the resulting Pepsi logo was met with mixed reviews, with critics decrying it as a drastic departure from the brand's classic design. But first, let’s take a quick walk down memory lane with Pepsi’s 125 year history of logos.
Pepsi's first logo was created way back in 1898, and since then, the brand has gone through multiple design iterations. In 1905, the company's logo was a simple script font spelling out the brand's name. Fast forward to the 1940s, and the logo had evolved into a circular design featuring a red, white, and blue color scheme.
In the 1960s, Pepsi introduced the iconic "Pepsi Globe" logo, which featured a red, white, and blue circle with a wavy white stripe running through the middle. This design was so popular that it lasted for over three decades, becoming synonymous with the brand and a staple of pop culture.
Back in 2008, Pepsi took a bold step with a new logo that featured a sleek, modern design complete with a curvy "smile" swoosh. While some fans praised the fresh and contemporary look, others felt that it strayed too far from the classic design, resulting in mixed reviews.
While the logo received a refresh in 2014 in an attempt to address the backlash, it still failed to live up to the legacy of previous Pepsi logos. The outline of the "swoosh" was removed, and the color palette was softened, resulting in the current logo we see today. However, even with this update, it wasn't enough to save the Arnell version from its detractors.
Now, in 2023, Pepsi has gone back to its roots with a logo that pays homage to the brand's rich history while still feeling modern and fresh. The parallel waves are back, but this time they're simplified and streamlined, creating a more minimalist look. The red, white, and blue color scheme is still present, but the shades are slightly updated to give a more vibrant and modern feel.
So why did Pepsi decide to switch up their logo once again? According to the company, the new design is part of a broader brand identity update aimed at staying relevant in a rapidly changing market. The updated logo and branding reflect the brand's continued commitment to innovation, sustainability, and inclusivity, all while maintaining the essence of what has made Pepsi such an iconic brand for the past 125 years.
To shed some light on the backstory of Pepsi's previous logo 2008 design, the Arnell Group was the creative agency behind it. Known for their expertise in strategic branding planning, product and logo design, event and entertainment marketing, the Arnell Group had a controversial reputation in the industry.
Pepsi commissioned the new brand direction, spending over $1 million with Arnell Group’s “BREATHTAKING” approach (according to Arnell) of complete mambo-jumbo and utter bullshit. In the pitch to Pepsi executives were references to BREATHTAKING “being strategy based on the evolution of 5000+ years of shared ideas in design philosophy creating an authentic Constitution of Design,” sourcing documentation of the origin and evolution of intellectual property.
This redesign came on the heals of a major branding snafu where Arnell Group redesigned the Tropicana packaging without any respect to the original design, completely alienating the brand’s consumer base. Ultimately, costing PepsiCo, Tropicana’s parent company, millions of dollars in lost revenue, costly package changes and loss in brand equity.
Interestingly, the Arnell Group was owned by Omnicom Group (Ticker: $OMC) for the majority of its existence, making them a significant player in the branding world. However, in early 2011, the future of the Arnell Group was thrown into question after CEO Peter Arnell was, a long time coming, dismissed by Omnicom managers. This leadership change ultimately led to the appointment of Arnell's ex-wife, Sara Arnell, as CEO, while she listed their $22 million mansion in Benford, NY. Despite the shake-up, the agency struggled on for another two years before finally closing its doors in March 2013.
Peter Arnell's career began with architect and designer Michael Graves before he went on to establish Arnell/Bickford in the early 1980s. The partnership, initially created to design architecture books for Rizzoli, eventually expanded into in-store design and promotions for fashion labels, with Donna Karan's DKNY as one of their earliest clients.
After Arnell/Bickford's rebranding to the Arnell Group, the agency continued to attract top-tier clients and even sold a majority stake to Interpublic's Draft in 2000, resulting in a name change to AG Worldwide. However, Arnell ultimately bought back the shares and later sold the entire business to Omnicom.
Despite the Arnell Group's ups and downs over the years, it remains a prominent example of the volatile nature of the branding industry and the importance of staying adaptable in a constantly changing market. Despite this, their legacy has been overshadowed by Pepsi's recent rebranding efforts, with the new logo taking center stage.
While it's not our place to critique the Arnell Group's creative output, it's clear that Pepsi's new branding overhaul marks a significant shift in the industry. It will be interesting to see how this new design resonates with consumers and how it impacts the broader branding landscape.
Whether you're a die-hard Pepsi fan or just appreciate good branding, it's hard to deny the impact that the new logo is sure to have on the world of advertising and design. Only time will tell if this new iteration will stand the test of time like its predecessors, but for now, let's raise a cold can of Pepsi to 125 years of history and a bright future ahead. Arnell; rest in peace.